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SURROGATE ADVERTISING

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  • SURROGATE ADVERTISING

  • It is a form of advertising which is resorted to

    market such goods and services which are not

    permitted to be advertised directly under the law 1

    -Akshat Razdan

    1.http://www.lawinfowire.com/articleinfo/surrogate-advertising

    Surrogate Advertising

  • Surrogate advertising is a form of advertising which is

    used to market commodities such as alcohol, cigarettes,

    tobacco and narcotic products and pharmaceutical

    products which cannot be advertised directly under

    applicable Indian laws.

    http://naiknaik.com/surrogate-advertising-in-india-permissible-or-not/

    Continued

    http://naiknaik.com/surrogate-advertising-in-india-permissible-or-not/

  • Examples of such products include alcohol, cigarettes and

    tobacco.

    These high revenue generating products however, have to be

    marketed in the garb of some secondary product so as to

    pummel the name of the brand in the mind of the consumers.

    Surrogate Advertising ; Author: Akshat Razdan

    Continued

  • EVOLUTION OF SURROGATE ADVERTISING

    The birth of surrogate advertising happened in Britain, because housewives

    started protesting against liquor advertisements which provoked their

    husbands.

    In India, some extensive surveys resulted in findings which showed that

    liquor ads had direct influence on consumers' purchasing behaviour.

    The cable T.V regulation act banned liquor and cigarette advertisements

    from 1995. Thus, India gradually adopted surrogate advertisements.

    With government now banning even most of the surrogate advertisements,

    the companies are turning to event sponsorship, event organising,

    corporate films and more and more innovative integrated marketing

    communication strategies.

  • ADVERTISING STANDARD COUNCIL OF INDIA (ASCI) CODE:

    ASCI IS A VOLUNTARY SELF-REGULATION COUNCIL, REGISTERED AS A NOT-FOR-

    PROFIT COMPANY UNDER SECTION 25 OF THE INDIAN COMPANY ACT.

    IT IS FORMED TO SAFEGUARD AGAINST THE INDISCRIMINATE USE OF

    ADVERTISING FOR THE PROMOTION OF PRODUCTS WHICH ARE REGARDED AS

    HAZARDOUS TO SOCIETY OR TO INDIVIDUALS TO A DEGREE OR OF A TYPE WHICH

    IS UNACCEPTABLE TO THE SOCIETY.

    SECTION 6 OF THE SAID CODE STATES: ADVERTISEMENTS FOR PRODUCTS WHOSE

    ADVERTISING IS PROHIBITED OR RESTRICTED BY LAW OR BY THIS CODE MUST NOT

    CIRCUMVENT SUCH RESTRICTIONS BY PURPORTING TO BE ADVERTISEMENTS FOR

    OTHER PRODUCTS THE ADVERTISING OF WHICH IS NOT PROHIBITED OR

    RESTRICTED BY LAW OR BY THIS CODE.

    Surrogate Advertisements: A New Judicial ConcernWritten by: Rima Bhardwaj IV th BSL LLB - ILS Law College, Punehttp://www.legalserviceindia.com/article/l346-Surrogate-Advertisements.html

  • SURROGATE ADVERTISEMENT BY TOBACCO AND LIQUOR INDUSTRY

    EXAMPLES FROM TOBACCO INDUSTRY:

    RED & WHITE BRAVERY AWARDS, WILLS LIFESTYLE, FOUR

    SQUARE,WHITE WATER RAFTING,ETC.

    EXAMPLES FROM LIQUOR INDUSTRY:

    BAGPIPER SODA, CASSETTES & CDS, HAYWARDS SODA, ROYAL

    CHALLENGE, GOLF ACCESSORIES AND MINERAL WATER, KINGFISHER

    MINERAL WATER, WHITE MISCHIEF HOLIDAYS, SMIRNOFF CASSETTES &

    CDS, IMPERIAL BLUE CASSETTES & CDS, TEACHER'S ACHIEVEMENT

    AWARDS ETC.

  • PROMOTION BY BRAND EXTENSION

  • PROMOTION BY BRAND EXTENSION

  • SEAGRAMS

    PROMOTION BY EVENTS

  • PROMOTION BY EVENTS

  • PROMOTION BY MUSIC CDS

  • MANIKCHAND

    SPONSORSHIP OF CULTURAL EVENTS

  • RELATED SURROGATE AND NORMAL PRODUCTS

  • ADVANTAGES :

    IT HELPS THE COMPANY TO GENERATE SALES FOR BANNED

    PRODUCTS.

    IT KEEPS ON REMINDING CONSUMERS ABOUT THE BANNED

    PRODUCTS INDIRECTLY.

    IF NOBODY CAN ADVERTISE, THEN THE THREAT OF

    COMPETITION FROM NEW PLAYERS OR NEW LAUNCHES BY

    COMPETITORS IS MINIMIZED.

  • DISADVANTAGES:

    IT BEATS THE PURPOSE OF BAN ON ADVERTISEMENT OF

    HARMFUL PRODUCTS.

    IT IS HARMING THE SOCIETY A LOT BECAUSE CHILDREN

    CANNOT DISTINGUISH BETWEEN THE BANNED PRODUCTS

    AND THE ADVERTISED PRODUCT

  • Surrogate advertisement have impact on the consumers buying

    behavior in buying the surrogate products.

    Surrogate advertisements shown through media helps the customer to

    purchase the required product.

    Also the knowledge and awareness level about surrogate

    advertisements were very low.

    It was also observed that effective surrogate advertisements induce the

    customer to purchase surrogate products.

    Reviews

  • CONCLUSIONS

    SURROGATE ADVERTISEMENTS ARE NOT ONLY MISLEADING, BUT ALSO FALSE

    AND DISHONEST IN MANY CASES.

    THIS METHOD IS USED BY THE CORPORATES BECAUSE OF THE AMBIGUOUS

    LAWS .

    AS TOBACCO AND LIQUOR BUSINESSES ARE LEGISLATED YET RESTRICTED

    BUSINESSES IN INDIA AND PROVIDES HUGE REVENUE TO GOVERNMENT , THE

    ECONOMIC FACTORS SHOULD ALSO BE CONSIDERED WHILE DESIGNING THE

    LAWS AND THEIR IMPLEMENTATION.

  • BIBLIOGRAPHYWEB LINKS:

    HTTP://WWW.LEGALSERVICEINDIA.COM/ARTICLE/ L346-SURROGATE-ADVERTISEMENTS.HTML GEORGE E. BELCH & MICHAEL A.

    BELCH (2010) ADVERTISING & PROMOTION - AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE , 7TH EDITION, PG

    534- 538

    HTTP://NAIKNAIK.COM/SURROGATE-ADVERTISINGIN-INDIA-PERMISSIBLE-OR-NOT/

    HTTP://WWW.THEADVERTISINGCLUB.NET/ INDEX.PHP/FEATURES/EDITORIAL/3224SURROGATE-ADVERTISING-IN-INDIA

    HTTP://WWW.SUPREMECOURTCASES.COM/ INDEX2.PHP?OPTION=COM_CONTENT&ITEMID= 1&DO_PDF=1&ID=20969

    HTTP://BLOG.IPLEADERS.IN/SURROGATEADVERTISEMENT-OF-LIQUOR-IN-INDIA-HOWINDIAN-LIQUOR-COMPANIES-GAME-THE-

    RULES/

    HTTP://WWW.THEGLOBALJOURNALS.COM/IJAR/ FILE.PHP?VAL=OCTOBER_2013

    BOOKS:

    RAZDAN.A, 2011,SURROGATE ADVERTISING.

    BHARDWAJ.R,2010 IV TH BSL LLB - ILS LAW COLLEGE, PUNE, SURROGATE ADVERTISEMENTS: A NEW JUDICIAL CONCERN.

    WELLS, MORIARTY & BURNETT - "ADVERTISING PRINCIPLES & PRACTICE", 7TH EDITION, PG 59-88

    PROF. JITENDRA K. SHARMA,? SURROGATE ADVERTISEMENTS: A CASE OF PROXY WARAN ONLINE PUBLICATION BY

    INDIANMBA.COM